Social Media Marketing in Luxury Retail

Izabella M. De Souza and Sharmila Pixy Ferris
Additional contact information
Izabella M. De Souza: William Paterson University, Wayne, NJ, USA
Sharmila Pixy Ferris: Department of Communication, William Paterson University, Wayne, NJ, USA

International Journal of Online Marketing (IJOM), 2015, vol. 5, issue 2, 18-36

Abstract: This study examines the potentials of social media marketing for luxury retailers. Social media marketing tactics of three luxury retail brands (Barneys New York, Net-a-Porter.com, and Saks Fifth Avenue) were examined across three major social media sites (Facebook, Twitter and Instagram). All posts by the three retailers' posts on Facebook, Twitter and Instagram were recorded on over the course of a week. A content analysis revealed that different social media networks may be effectively used in different ways by luxury retailers. Facebook allows for the greatest connection with consumers (all three retailers had the most followers on Facebook) while Twitter allows for the largest volume of posts; consumer feedback was highest on Instagram. Overall, social media marketing proved an effective, low-cost tool for the three retailers, with payoff well justifying the effort. For example, all three retailers had over 1,200 shares and retweets on Facebook and Twitter.

Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/IJOM.2015040102 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:5:y:2015:i:2:p:18-36

Access Statistics for this article

International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

More articles in International Journal of Online Marketing (IJOM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().